Sadie Sink and Tate McRae Anchor Calvin Klein’s Dual-Chapter Denim Campaign

Key points

• Sadie Sink is the face of the second chapter of Calvin Klein’s 'Feel the Fit' campaign, featuring snug, fitted denim in a series of stills.
• The campaign was photographed by Aidan Zamiri and emphasizes confidence and self-acceptance, mirroring Sink’s role as Jean Grey in Spider-Man: Brand New Day.
• Sink, 24, stated that she prioritizes feeling like herself in her clothing, whether loose for daily wear or fitted for red carpet events.
• The first chapter of the campaign features musician Tate McRae in a 25-second film directed by Carlijn Jacobs, focusing on movement and physicality.
• Sink’s casting as Jean Grey in the X-Men reboot was announced at D23 in August 2026, with the film scheduled for a May 5, 2028 release.

Background

Sadie Sink’s association with the name 'Jean' has become prominent following her casting as Jean Grey in the upcoming X-Men film, revealed at D23 in August 2026. The film, directed by Jake Schreier, is set for release on May 5, 2028. Her Calvin Klein campaign coincides with her debut as the character in Spider-Man: Brand New Day this summer, creating a thematic link between her real-life confidence and the character’s persona.

How outlets are covering it

The two sources highlight different facets of the same campaign. W Magazine focuses on the second chapter, emphasizing Sadie Sink’s personal philosophy on comfort and confidence, as well as her transition into a more feminine style after her West End role in Romeo & Juliet. The Impression focuses on the first chapter, praising the kinetic energy and dance choreography featuring Tate McRae. While W Magazine frames the campaign around emotional authenticity and 'feeling like oneself,' The Impression highlights the physical demonstration of the jeans' flexibility and the 'show, don't tell' approach of the film. Both agree that the campaign successfully links the product to the wearer's confidence, but they differ in their emphasis on stillness versus movement.

Why it matters

The campaign demonstrates how major fashion brands leverage celebrity momentum from major film franchises to reinforce brand identity. By linking Sink’s role as Jean Grey to the 'fit' of the jeans, Calvin Klein capitalizes on her rising profile in the Marvel Cinematic Universe. The dual-chapter approach also shows a strategic shift in denim advertising, moving from static poses to dynamic, performance-based content to engage a younger audience.

What to watch

The campaign is expected to continue rolling out across digital and print channels throughout the fall season. Calvin Klein has also launched a social media extension inviting creators to recreate the choreography from the Tate McRae film, aiming to drive engagement and brand visibility. Sadie Sink will continue to promote her role as Jean Grey in upcoming Spider-Man and X-Men projects.